VMLY&R HEALTH SPAIN

Client: Spanish Ministry of Consumer Affairs
Product: Spanish Ministry of Consumer Affairs
Title: Sugar kids
Media: Out of home, Guerrilla, Ambient
Country: España
Date Of Campaign: 23/10/2021

Background: 1 in 3 children in Spain are overweight or obese. From the ages of 9 to 12, each child consumes an average of 33.4 kg of sugars per year, the equivalent to their own body weight. Spain has the 2nd highest rate of sugar consumption in the UE. 1 in 3 children in Spain are overweight or obese. Spanish Ministry of Consumer Affairs wanted to change this harsh reality by launching a new regulation to reduce its consumption. But there was a strong lobby against it, due to different economic and political interests. So the ministry knew they needed the people by their side, to get support to make this new regulation -a reality-.

Idea: Collecting data from medical research, we found a match from high sugar consumption rates among Spanish children and the percentile tables from the WHO. They eat their own body weight in sugar every year.To visualize the size of this problem, we created a collection of life-size children's sculptures made with the exact amount of sugars they eat each year -33.4kg- and place it in one of the most crowd places in Spain.

Results: +284 million impressions +1240 media appearances +7,2 million € in earned mediaTrending Topic over several days raising people’s support to the new sugar regulation to protect kids. Approval of the new regulation.